Brand Loyalty in Food - Ireland - December 2015

“When looking at the Irish market as a whole, consumers show a slightly stronger preference towards brands when it comes to indulgence items such as chocolate, spreads and alcohol. With staple foods (eg fruit and vegetables) however, consumers appear to have no preference or lean more towards own-label.”– Emma McGeown, Research Analyst

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The Consumer – Usage of Own-label and Brands

Figure 22: The food and drink products that consumers would typically purchase, by branded and own-branded food products, NI and RoI, November 2015

Brands popular when indulging in a treat

Strong preference towards alcohol brands

Figure 23: Consumers who would typically purchase brands when buying alcohol, by occupation, NI and RoI, November 2015

Over a quarter prefer own-label fruit and vegetables

Figure 24: Consumers who would typically purchase own-label when fruit and vegetables, by age of children, NI and RoI, November 2015

Branded cheese important to Irish consumers

Figure 25: If consumers prefer branded or own-label when buying cheese, by social class, NI and RoI, November 2015

Strong brand loyalty in butters and spreads

Irish consumers show a stronger reference towards branded bread

Figure 26: Consumers who would typically purchase brands when buying bread, by occupation, NI and RoI, November 2015

Cereal brands more popular in NI

Figure 27: If consumers prefer branded or own-label when buying cereal, by gender and age, NI and RoI, November 2015

The Consumer – Enticements for Buying Own-label Food

Special offers are the key driver for own-label purchases

Figure 28: Factors (other than price) that are likely to encourage consumers to buy an own-label product instead of a branded product, by demographics, NI and RoI, November 2015

BOGOF appeals to younger consumers

Figure 29: Consumers stating that on special offer (eg 2-for-1) is a factor (other than price) that is likely to encourage them to buy an own-label product instead of a branded product, by age, NI and RoI, November 2015

Younger consumers prefer the taste of own-label

Figure 30: Consumers stating that other than price, “if the taste is better than the branded version they are likely to buy an own-label product instead of a branded product”, by gender age, NI and RoI, November 2015

Recommendations by friends have Irish women buying own-label

Figure 31: Consumers stating that a recommendation from friends for own-label products is a factor (other than price) that is likely to encourage them to buy an own-label product instead of a branded, by gender, NI and RoI, November 2015

The Consumer – Enticements for Buying Branded Food

Special offers a key influence

Figure 32: Factors (other than price) that are likely to encourage consumers to buy a branded product instead of an own-label product, NI and RoI, November 2015

Promotional offers encourage branded good use

Figure 33: Consumers who claim that being on special offer (eg 2-for-1) is likely to encourage consumers to buy a branded product instead of an own-label product, by age and social class, NI and RoI, November 2015

NI consumers more likely to be swayed by taste

Figure 34: Consumers who claim preferring the taste of branded over own-label food is likely to encourage consumers to buy a branded product instead of an own-label product, by gender, NI and RoI, November 2015

A third of consumers show strong brand loyalty

Figure 35: Consumers who claim having used the same brand for years is likely to encourage consumers to buy a branded product instead of an own-label product, by age, NI and RoI, November 2015